SAN JOSE, Calif.--(BUSINESS WIRE)--Adobe (Nasdaq:ADBE) today announced the industry’s most advanced
programmatic ad platform for advertisers and media publishers leveraging
fully integrated solutions in Adobe
Marketing Cloud. Powered by Adobe
Media Optimizer, the new “self-service” technology allows
advertisers for the first time to take direct control of automated ad
buying for search, display and social media across ad exchanges and
media networks from partners like Google, Facebook, Yahoo, Rubicon
Project, Index Exchange, and more. Advertisers continue to struggle with
the fragmentation of the programmatic ad buying process and the lack of
transparency. This new platform provides full transparency into media
costs, ad performance and revenue with a customer commitment to never
arbitrage or hide fees. Tight integration with Adobe
Analytics and Adobe
Audience Manager ensures that advertisers can tap into data to
refine and target granular audience segments. Dynamic creative
capabilities enable advertisers to use images, video and other assets
from Adobe Creative Cloud to deliver the right content to the right user
at the right time.

In addition to making its programmatic platform available to advertisers
today, Adobe also announced its programmatic offering for media
publishers. Adobe
Primetime, Adobe’s TV platform that helps broadcasters and pay TV
service providers deliver and monetize TV experiences across screens,
offers media sellers maximum sell-through of video ad inventory and
optimal prices across screens. Content distributors are linked to
multiple ad buyers to reach specific audiences at scale. By tapping into
audience insights through Adobe Audience Manager, Adobe Primetime
facilitates direct, premium ad sales based on real-time data, providing
best-in-class forecasting and yield optimization capabilities. The new
programmatic capabilities in Adobe Primetime are available as a beta
today.

“Transparency is key to success in the programmatic world as automation
is rapidly defining the buying and selling of digital ads, but
advertisers are demanding more real-time insight into campaign spend and
ROI, which Adobe is delivering,” said Justin Merickel, senior director
of Advertising Solutions at Adobe. “With global programmatic ad spend
expected to reach $53 billion by 20181, Adobe is the first
company to integrate disparate technologies and deliver programmatic
capabilities in a unified platform.”

“Adobe is addressing some major industry pain points with its
programmatic platform from connecting technology and data siloes to
solving for scalability and transparency across campaign channels,” said
Stephan Beringer, CEO of the VivaKi Operating System (VOS). “It’s
increasingly difficult to track when, where and how digital ads are
performing, but marketers are demanding more accountability. We share
Adobe’s commitment to programmatic transparency and visibility, and our
Always On partnership has provided us with a meaningful opportunity to
shape their roadmap and synchronize our efforts along these lines.”

Advertisers and agencies are seeking simplicity in a world of massive
fragmentation and complexity in order to deliver on the promise of the
optimal customer journey. Key features of the platform include:

Dynamic Creative Optimization (DCO) – To drive user engagement,
conversions and integrated experiences, advertisers can now use Adobe
Media Optimizer to reach granular audience segments with flexible ad
creative that is personalized in real-time and based on a consumer’s
past behavior. By integrating the new DCO functionality with Adobe
Marketing Cloud Core
Services including Profiles
and Audiences and Asset
Sharing with Adobe Creative Cloud, and site-side optimization
technology in Adobe
Target, advertisers will be able to extend targeted content
consistently across key marketing channels.

Transparency and control – It’s crucial to deliver real-time,
data-driven campaigns that provide advertisers and agencies more
control across channels than ever before. Adobe Media Optimizer is a
trusted source providing transparency into media costs and ad
performance at the domain level. New integration with Integral
Ad Science enables smarter ad delivery around viewability,
anti-fraud, and brand safety.

Scale and performance optimizations – Advertisers can drive
conversions by reaching high-value audiences across the web at scale
through Adobe Media Optimizer’s integration with top ad exchanges and
inventory sources, including Google AdX, Facebook Exchange, Rubicon
Project, and more. The enhanced algorithmic engine allows brands and
agencies to manage the real-time bidding process directly across ad
exchanges with over one million queries per second and automated
spending recommendations.

Easy to use workflows and flexible service options – It is all
about speed, accuracy and personalization with campaigns – bridging
the online and offline worlds, optimizing spend and inserting dynamic
creative in milliseconds. Advertisers need solutions that are
inherently integrated so that using one drives even greater value in
another. Adobe Media Optimizer’s efficient and seamless campaign
management workflows, with self-serve and managed services options,
can be customized to meet a brand or agency’s needs.

360-degree view of the customer: Audience data is critical to
campaign execution. Adobe Media Optimizer can combine data sources
with Adobe Audience Manager to create and segment relevant audiences
that can be deployed across Adobe Marketing Cloud. Also, by combining
rich online and offline profile data, Adobe Audience Manager and Adobe
Campaign allow marketers to develop a holistic view of the
customer.

“By managing all our programmatic channels (display, search, and social)
in Adobe Media Optimizer, we have benefited from incredible insights
into attribution and consumer conversion paths, which have allowed us to
more efficiently manage and optimize our advertising budget,” said
Latanya Hodges, senior manager of interactive marketing, Redbox. “We
have seen a 106 percent lift in return on display ad spend with Adobe
Media Optimizer compared to our previous display advertising vendor,
resulting in greater revenues.”